Navigating the Evolving Landscape of Social Media Platforms for Marketers
Social media platforms have revolutionized the way businesses interact with their customers. For social impact organizations, these platforms provide a critical avenue to amplify their message and build a community around their cause. However, the social media landscape constantly evolves, with new platforms being introduced and existing ones changing. With all the talk in the industry about TikTok and Twitter, it’s more important than ever for marketers to stay up to date on what’s changing.
Facebook remains the largest social media platform, with over 2.9 billion monthly active users as of 2023. For marketers, Facebook provides many advertising options, including targeted ads, sponsored posts, and retargeting campaigns. Social impact organizations can also benefit from Facebook’s robust advertising tools, which allow them to target specific demographics and interests.
However, Facebook has faced increasing scrutiny over the past few years over its handling of user data. As a result of the backlash, the platform has made significant changes to its algorithms and policies, which have impacted the organic reach of both businesses and organizations. This means that brands and social impact organizations need to be strategic in their use of advertising on Facebook, focusing on creating high-quality, engaging content that will resonate with their audience and build a strong following, as targeting capabilities have decreased a tad with privacy concerns.
Instagram has rapidly grown in popularity over the past few years, with over 2.3 billion monthly active users as of 2022. Instagram has made an active effort to keep up with other apps introducing features, such as Reels, to compete with TikTok. For marketers, Instagram is still a highly visual platform that allows them to show their products or services, with a range of advertising options, including sponsored posts, story ads, and influencer marketing.
Now, Instagram is bolstering its value proposition for social impact organizations with its latest update. In the past, purpose-driven organizations leveraged Instagram’s visual appeal to tell their stories and connect with supporters through imagery. While these organizations will continue to utilize the platform for those reasons, Instagram now allows you to add up to 5 links to your profile bio. Here’s why it is important for the social impact space:
- Nonprofits can link multiple ways to support their foundation
- Influencers can bring awareness to the causes they care about
- Corporations can link nonprofit partners or their associated foundations
One of the biggest challenges for marketers and social impact organizations on Instagram is the platform’s algorithm, which prioritizes content from accounts that users engage with the most. The algorithm also seems to jump back and forth between favoring video or photo content more. Be sure to follow the head of Instagram, Adam Mosseri, for the latest Instagram updates. Staying on top of which content is favored is crucial, but marketers also need to keep in mind that engaging content will always come out ahead regardless.
Twitter remains a popular platform for businesses and social impact organizations but has seen significant changes in the past year. After being bought in Oct. 2022 by Elon Musk, the app has changed drastically. While it’s hard to say how things will go for Twitter, it’s clear that more changes will continue to come as Musk has plans to make the app “an everything app.” A variety of companies have elected to leave Twitter following Musk taking over, costing Twitter millions of dollars.
For marketers, LinkedIn provides a way to connect with potential customers and build relationships with other businesses in their industry. Social impact organizations can also leverage LinkedIn to connect with potential partners and supporters in the corporate world.
One of the challenges for marketers and social impact organizations on LinkedIn is the platform’s emphasis on professional content. Brands and organizations need to create content that is informative and relevant to their audience, while also showcasing their expertise and thought leadership.
TikTok is a relatively new platform that has rapidly grown in popularity, particularly among younger audiences. For marketers, TikTok provides a way to create engaging and entertaining content that will resonate with this audience. Social impact organizations can also use TikTok to reach a younger demographic and create content that inspires social change.
Recently, there has been talk and hearings about the potential to ban TikTok. The government has cited data privacy concerns. If TikTok is banned, it would greatly impact the social media landscape and could have detrimental effects on brands’ marketing abilities.
The social media landscape is constantly evolving and creating new opportunities for marketers. It’s important for social impact companies to stay up to date so they can work to best attract and build relationships with their audience. For all the news, be sure to subscribe to our newsletter and if you need help driving awareness to your social media accounts, contact us today!